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Hyundai to take on Acura and Lexus with standalone Genesis brand

2016 Hyundai Genesis

The Genesis premium brand would initially make use of Hyundai’s distribution channels.

Treading along the proven path of creating a premium sub-brand, Hyundai is reportedly planning to transform Genesis from a mere premium nameplate into a full fledged premium standalone brand it its own right. In other words, Genesis is for Hyundai what Lexus is for Toyota and Acura is for Honda.

Hyundai is expected to announce the development anytime soon. The move is also aimed at counteracting a strong South Korean Won which is taking a toll on Hyundai’s profitability.

Hyundai Genesis interior

The Genesis lineup would be pitted against the likes of BMW, Mercedes, Audi, Lexus, Acura, Infiniti, Lincoln and Cadillac.

Though Genesis would be a global standalone premium brand, Hyundai is expected to use its existing apparatus of distribution and aftersales service. As far as the product portfolio goes, the current Hyundai Genesis sedan, Coupe and even the Grandeur could be a part of the restructured lineup. Reuters also reports that a mid-size premium SUV could join the lineup sometime in 2019.

Hyundai has been working on earning an upmarket image by enhancing aesthetics, improving quality of materials and offering modern features in their products. Floating a premium sub-brand to compete with established luxury marques come as a logical next step in the right direction.

It’s to be noted that Hyundai India is reportedly studying the market to ascertain the prospects of launching the Genesis¬†sedan here.

2016 Hyundai Genesis – Photos

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About the author

Nithyanandh Karuppaswamy

Winner of national level automotive quiz competitions, Nithyanandh aka Nithz jumped into the blogosphere right after gaining a degree in Mechanical Engineering. Love for automobiles and an even greater drive to share his knowledge with the automotive community, Nithz is Deputy Editor at RushLane.

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